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IYKYK smashburgers
IYKYK smashburgers
Yerevan, Armenia
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Other Projects by DA bureau
IYKYK smashburgers
Yerevan, Armenia
Firm
Type
STATUS
Built
YEAR
2024
SIZE
1000 sqft - 3000 sqft
IYKYK (If You Know You Know) is the first smash burger joint in Yerevan. For this project, we didn’t just design the interior—we also developed the brand’s design code, which serves as the foundation for all future branches of the chain. The project combines interior architecture, brand identity and bespoke design solutions into a cohesive system that establishes a distinctive and recognisable image for the brand.
The IYKYK design code is built on a mix of 1980s American street style, bold modular objects and the signature orange brand colour. The vibe of the fast-food heyday and street culture is conveyed through details referencing American burger joints and retro food trucks, while custom-made modular elements form the backbone of the interior and will be replicated across future locations. The signature orange colour ties every element together into a unified visual identity.
At the heart of the interior is a modular counter made up of ‘inflated’ flattened volumes. These forms reference a metallic retro food truck from the streets of Los Angeles. This ‘puffy’ orange volume has also become a signature feature of the main façade, creating a strong connection between the interior and exterior while making the project cohesive and hard to miss within the urban context.
Alongside the eye-catching façade and the striking modular counter, the brand identity is reinforced by an LED display above the order area, a branded Instagram-friendly loo zone, a custom merchandise cabinet and an illuminated sign on the open terrace. The free-spirited atmosphere of 1980s America comes through in the details. Instead of a standard LED screen showing adverts, the display presents the menu in the style of classic American retro burger joints. In the loo, a rotary-dial phone recalls the atmosphere of a petrol station somewhere on the outskirts of Los Angeles.
The overall laid-back vibe of the burger joint is established by the open terrace, where all seating faces inwards, inviting guests to become part of the friendly IYKYK community.
The project also features a number of bespoke technical solutions. The counter modules are built around a rigid load-bearing frame with a high-density expanded polystyrene core, shaped, reinforced with a fibreglass shell and finished in durable orange paint. Another key custom feature is the ceiling design system, where exposed mechanical ventilation is combined with a transparent suspended Perspex structure in the brand colour. Bespoke arched fixings and a custom LED tube lighting system mounted on climbing cables provide even illumination and create lighting scenarios suitable for both daytime family visits and the evening atmosphere, when the venue becomes a hotspot for the city’s cool crowd.
Completed in 2024, the 100 m² project establishes a scalable design language that will define the identity of future IYKYK locations while ensuring a consistent customer experience and strong brand recognition.
• Principal architect: Boris Lvovsky, Fedor Goreglyad, Anna Lvovskaia, Maria Romanova
• Photography: Sona Manukyan
• Visualization: Irina Oleynikova
• Design team: Boris Lvovsky, Fedor Goreglyad, Irina Oleynikova, Olga Naumova
• Project manager: Daria Belova
The IYKYK design code is built on a mix of 1980s American street style, bold modular objects and the signature orange brand colour. The vibe of the fast-food heyday and street culture is conveyed through details referencing American burger joints and retro food trucks, while custom-made modular elements form the backbone of the interior and will be replicated across future locations. The signature orange colour ties every element together into a unified visual identity.
At the heart of the interior is a modular counter made up of ‘inflated’ flattened volumes. These forms reference a metallic retro food truck from the streets of Los Angeles. This ‘puffy’ orange volume has also become a signature feature of the main façade, creating a strong connection between the interior and exterior while making the project cohesive and hard to miss within the urban context.
Alongside the eye-catching façade and the striking modular counter, the brand identity is reinforced by an LED display above the order area, a branded Instagram-friendly loo zone, a custom merchandise cabinet and an illuminated sign on the open terrace. The free-spirited atmosphere of 1980s America comes through in the details. Instead of a standard LED screen showing adverts, the display presents the menu in the style of classic American retro burger joints. In the loo, a rotary-dial phone recalls the atmosphere of a petrol station somewhere on the outskirts of Los Angeles.
The overall laid-back vibe of the burger joint is established by the open terrace, where all seating faces inwards, inviting guests to become part of the friendly IYKYK community.
The project also features a number of bespoke technical solutions. The counter modules are built around a rigid load-bearing frame with a high-density expanded polystyrene core, shaped, reinforced with a fibreglass shell and finished in durable orange paint. Another key custom feature is the ceiling design system, where exposed mechanical ventilation is combined with a transparent suspended Perspex structure in the brand colour. Bespoke arched fixings and a custom LED tube lighting system mounted on climbing cables provide even illumination and create lighting scenarios suitable for both daytime family visits and the evening atmosphere, when the venue becomes a hotspot for the city’s cool crowd.
Completed in 2024, the 100 m² project establishes a scalable design language that will define the identity of future IYKYK locations while ensuring a consistent customer experience and strong brand recognition.
• Principal architect: Boris Lvovsky, Fedor Goreglyad, Anna Lvovskaia, Maria Romanova
• Photography: Sona Manukyan
• Visualization: Irina Oleynikova
• Design team: Boris Lvovsky, Fedor Goreglyad, Irina Oleynikova, Olga Naumova
• Project manager: Daria Belova
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